Elevating a Meaningful Sustainability Narrative with a Trailblazing Partnership

Trex + REI

Elevating a Meaningful Sustainability Narrative with a Trailblazing Partnership

Challenge

Just 25 years ago, nearly every deck in the world was built with deforested lumber. Today, over a third are built with composite decking thanks to Trex, the category inventor of 95% recycled material decking. With our insights-driven marketing approach, Material spent over a decade changing the shape of the Trex business and the decking industry itself across channels, cultures, platforms, products and partnerships, ultimately helping Trex become the worlds #1 decking brand. But even for first-movers, authentic sustainability stories can feel susceptible to greenwashing.

Approach

Architected a best-in-breed partnership with value-aligned REI, one designed for symbiotic success
Launched a truly circular relationship; we expanded their original recycling program - turning REI stores' plastic film into future Trex decking - into an event that upgraded the worn-out tent platforms in the REI Bryce Canyon Signature Camp with high-performance, weather agnostic Trex platforms
Strategized and created the "In Our Better Nature" campaign to generate awareness increase inquires and samples and build shared audience
Set the stage to celebrate a new heat-resistant decking line ad showcase something even more vital: our shared POV on connecting people to the outdoors
Built and grew the entire opportunity: produced four shoots for long-form testimonial video; conducted on-camera SME interviews; handled all post-production and cut-downs; led UX, content and web design
Blended two brand design languages

Outcomes

The campaign, launched in Spring 2024, kicked off an optimistic outdoor season helping the world understand how nature nurtures us all – and how we can nurture it right back. While the typical Trex DIY customer is thinking about time spent in their own backyard, the REI audience is out experiencing nature in the wild. We focused on the value of sustainable choices for both audiences, delivering: